Section 1

1. Explain in detail how you can use Facet model to determine advertising objectives with example.

Advertising effect does more complete job of explaining how advertising creates various type of
responses. Thus, here I am explaining six-factor model that is useful both in setting objectives
and evaluating the effectiveness of advertising. The six Facet model are : i) The perception facet,
ii) emotional facet, iii) The cognitive facet, iv) The association facet, v) The persuasion facet, vi)
The behavior facet. The Facet model of effects explain how and why consumer react to
advertising.
i) The Perception Facet ( see/ hear): it is the process by which we receive information through
our five senses and assign meaning to it. The drivers of perception facet are exposure, that
is whether the marketing communication is seen or heard. Then comes the selection and
attention. The next driver is the interest and relevance which means the receiver of the
message has become mentally engaged with the ad. Next comes the awareness and lastly
recognition. Example: by seeing the animated blue mosquito in the advertisement we can
immediately relate to Mortein brand.
ii) The Emotional Facet/ Affective Facet: The affective describes something that stimulates
want, touches emotion, creates liking, and elicits feeling. Example: The British Airways
advertisement shows how a British Airways crew member falls in love with an Indian old
lady during the flight and forms a deep bond with India.
iii) The Cognitive Facet (understand): cognitive impact refers to how consumer search for and
respond to information, as well as how they learn and understand something. The key
drivers of consumer cognitive responses are need, learning, differentiation, recall. Example:
The Norton 2010 advertisement in which Dokken is featured in new commercial for Norton
Internet Security, the latest virus, spyware and internet protection software from Symantec
for internet user.
iv) The Association Facet: this the technique of communication through symbolism. It is
symbolic connection between brand and desirable characteristics. Example: The Canon
commercial 2014, the use of eye which symbolizes Canon camera controlled focusing in its
digital SLRs.
v) The Persuasion Facet : Their intent is to influence or motivate the receiver of a message to
believe. Factors driving persuasion are : motivation , influence , involvement, conviction ,
and loyalty. Example : The advertisement of Got milk campaign with celebrities with milk
mustache. They are trying to connect customer with emotional level through fear , love
,envy, hunger . the main objective of advertisement is to change your feeling toward milk.
vi) The Behavior Facet: The goal is to get people to act in various way after seeing the ad- to try
or buy the brand. The key drivers are try, buy, contact ,advocate . Example: users trying the
trial version of Netflix which is free for 30 days.
 Section 2
1. Write a reflective essay on your experience with MKT 340. (Why did you take the course,
what did you learn, did it fulfill your expectation, how this course can be useful in your
future etc.)

First of all I would like to thank our honorable faculty MR Sheikh Mohammad Fauzul
Azim, for giving us an opportunity to share our experience about this course MKT 340.
MKT 340 which is Advertising Marketing a mandatory course in IUB, for those students
who are majoring or minoring in marketing. Students must need to know how to
advertise a product and how to make a advertisement effective.

Now I would like to say what advertising actually is, advertising is a complex form of
communication that operates with objectives and strategies leading to various type of
impact on consumer thoughts, feeling, and actions. We had an wonderful experience
doing this course with our respected course instructor Mr. Sheikh Fauzul Azim sir. We
have learnt various type of communication techniques that marketers need to use to
reach their customers and deliver their message. We got know how to promote a
product including direct marketing, events, and sponsorship, personal selling and
packaging as well. What advertising basically do is, it persuades, informs, and remind
about the product to customers. We learned various types of advertising such as Brand
advertising, Retail advertising, Direct Response advertising, Business ti Business
advertising , institutional advertising, non profit advertising along with examples. Our
respected faculty used to show us examples through videos of advertisements which
was really helpful for us. We learned Advertising’s role in marketing which is the science
and art of exploring, creating, and delivering value to satisfy the needs of target market
at a profit. We got know the marketing concept. Another thing I would like confess that
the concept of customer vs consumer always was confusing for me , but now it is crystal
clear after our faculty discussed the difference between customer vs consumer.

We learned perceptual mapping, facet models, approach to brand decision and so on.
Another thing I must have to agree that we have given a quiz which is completely
different from other courses , where we had to attend mcq’s which was not from the
book nor even directly from the slides , those were the question that sir discussed
during the class along with examples. And that was actually very interesting and we
actually got learn something. We also did a presentation on ad analysis. Our facuty
always used to give us real life examples along with theories. It was going well but
unfortunately, we stopped because of a deadly disease corona virus , but we are still
doing some assignments . Overall it was a great course , we are grateful towras our
faculty Mr. Sheikh Fauzul Azim sir for teaching us this course in an interesting way.